Digital Marketing is the implementation of getting your ducks in a row. This means promoting through electronic outlets organically before you dive into online advertising. Before spending money in this “Pay to Play” environment, we suggest getting the following: A Strong Website Design, Powerful and to the Point Content, and Branded and Cohesive Social Media Platforms. Being that everything is ‘digital’, a reporting engine can be weaved within each of these platforms. This gives digital marketers the opportunity to best define their audience. Gaining complete perspective of what exactly is being viewed, how often, response rates and direct purchases being made helps establish a legitimate game plan. Now that we have a generic understanding of digital marketing, let’s address the importance of each of these elements!
Over the past two years, there’s been a dramatic shift in the B2B researcher demographic. Back in 2012, there was a pretty even mix across age groups. In 2014, however, 18- to 34-year-olds accounted for almost half of all researchers, an increase of 70%. If you’re not marketing to this group, you need to reevaluate your strategy. It’s mandatory to take into account millennials’ familiarity with the digital world and how this influences the kind of content and media channels they use. This means digital marketing has the power to cast a marketing line out into open water and essentially reel potential consumers in.
What is ?
Strong Website Design/Mobile Friendly
The first thing a potential consumer sees and is able to establish you by is your website. This shows your credibility, brand and overall performance as a whole. As a potential consumer, if the user experience is lacking, odds are that a consumer is lost. Working with the appropriate team or design platform is essential to your digital marketing campaign. This day in age, mobile optimization is a must because of the smart phone dependent world we live in. Test your website and see how you score with Google here. Check out some of the websites we've designed.
Strong Text and Video Content
Copywriting is one of the most essential elements of effective online marketing. This is the art and science of strategically delivering and placing words that get people to take a certain form of action. Copywriting is content conveyed through online media and is primarily used for the purpose of advertising or marketing. When copywriting, it’s helpful to implement short sentences, use a passive tone and make sure the readability level is up to par. It’s important to make sure your Flesch Score is textually understandable and at a level that will keep visitors on your page longer. Improving your rank on search engines is the goal and this is done by blogging and being transparent in your communication and copywriting efforts. What has their attention? Videos about certain products are at the top of the list, followed by how-to’s and professional reviews. When asked what they did after watching, B2B researchers said they talked to colleagues, looked for more information, visited a brand’s website/store, or shared the video. Start to finish; videos are playing an increasing role for these researchers meaning you need to be producing content that helps them learn about, compare, and research their B2B purchases.
Search Engine Optimization (SEO)
Search Engine Optimization, better known as SEO, is the process of getting traffic from free, organic, editorial or natural search results. There are many aspects of SEO, from the words on your page to the way other sites link to you on the web. Sometimes, SEO is simply a matter of making sure your site is structured in a way that search engines understand. The whole idea is to rank higher on search engines and your SEO strategy is key to that success. Each business is unique and with that being said, each business has to track different metrics. Tracking data about rankings, referrals, and links is what ultimately helps understand your progress in the long run. An example of this tracking mechanism is your referral traffic. These are the visitors that come from direct links on other websites straight to your site. Here's more tips about SEO.
Social media channels have maneuvered their way to the top of the marketing chain. It’s essential to build an audience on these platforms and then maintain that audience through creative and thoughtful posts. Each platform is tailored to a certain demographic meaning research must be involved to determine whom your audience is and what they will respond to. This is a method of trial and error but knowing the basics of each platform and who is following you will help in solidifying a successful campaign. For instance, if you are trying to create an instant viral effect for news or an important update, Twitter is more effective in that approach. For less time sensitive content, Facebook can be a powerful distribution channel. When we look at Instagram, this platform is heavily relied on visual content. LinkedIn offers daily business-oriented articles that are customized for each user and heavily used by the decision makers. Google+ is a great tool to rely on for facts and information but might take a while to relay your information compared to these other platforms. Knowing what your competitors are doing too will enhance the efforts on your end. This includes their engagement, traffic sources, referring sites, organic keywords, paid keywords and even their social media channels (Twitter, LinkedIn, Google Plus, Facebook, Instagram, etc.)
Google Analytics helps you gather, organize, analyze, and report on everything your customers do. Similar to what was mentioned above in the competitive analysis, understanding the results and how they are making an impact helps with your company’s future decisions and marketing strategies. It’s essential to know what’s working, what’s failing and what you can do to change it or add to your success. This data helps you better understand your business and find your target demographic! Data is growing 44 times more over the next decade making it crucial to get started right away. If a business is already utilizing these tools by effectively collecting, analyzing, and managing this data, those businesses are the ones who will gain a competitive edge by the time it skyrockets.
Once we know everything about your competitor through our competitive analysis, we can create a cohesive plan. We can start by utilizing unsaturated markets, which means a more cost effective “cost-per-click”. We’ll use various platforms based from our analytics- like social media outlets that are doing well. Each of the previous elements will give us insight on what to do and how much to spend. Depending on the competition and most utilized strategy- this will determine our game plan. If your advertising agency doesn’t offer you a competitive analysis before starting, then they are not doing their job. You can learn a lot from your competitors, especially how much to spend (and where to save). Utilize exactly what is working for them while finding opportunities for you to capitalize on. After acting on these potential opportunities, you’re already putting yourself on the map!
At Epic Productions, our digital marketing team can help your business make strides and stand out against the competition. We can set you up on the path towards success with our in-house marketing and advertising expertise. If you want more information regarding average advertising costs or a competitive analysis, we can research your competitors online presence. From what they’re spending on online video, banner and pay-per-click advertising. Contact us today to get the complete picture of how much your competitors are spending and where your opportunity lies.
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